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Effects of Marketing Mix on Customer Loyalty: A Case Study of Snack Production Industry
Ariharan.J Student, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201. DR. Prabha Thoudam, Professor & Dean - Academics, Firebird Institute of Research in Management, Chettipalayam, Coimbatore – 641201.
Pages: 29-42 | First Published: 05 Aug 2024
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Abstract 

This study investigates the effects of the marketing mix on customer loyalty in the snack production industry, focusing on how the four elements of the marketing mix product, price, place, and promotion affect customer retention. The snack industry, characterized by high competition and rapidly changing consumer preferences, presents a unique context to explore these relationships. The study aims to determine which aspects of the marketing mix most significantly influence customer loyalty, providing actionable insights for companies to enhance customer retention strategies. Using a quantitative approach, data was collected from300 customers of leading snack brands through a structured questionnaire. Multiple regression analysis was employed to examine the relationship between the marketing mix elements and customer loyalty. This research contributes to the literature on customer loyalty in the food industry by providing empirical evidence of how different components of the marketing mix affect consumer behavior. It also offers practical implications for managers in the snack production sector, suggesting that a focus on enhancing product quality and optimizing pricing strategies can significantly improve customer loyalty. Future research could explore the role of other factors, such as brand image and customer service, in influencing loyalty in the snack industry.

Keywords: Marketing mix, customer loyalty, snack production industry, product quality, pricing strategy, promotion, distribution channels, consumer behavior.

References

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